Footballer Lionel Messi has launched his own drinks brand, and it’s already raising eyebrows. Some suggest the Inter Miami player’s “Positive Hydration” offering Mas+ has some fairly glaring similarities with the popular drinks brand Prime. It’s even caught the attention of one of established rival’s founders.

While it’s undoubtedly a tricky task to create a truly original packaging design, the details are shockingly alike, from the shape of the bottle down to the logo placement. While fans are divided over whether Lionel’s legacy will be enough to carry the brand, it’s a bold move to emulate Gen Z’s favourite drink (whether intentional or not).